Marketoonist on being aligned
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
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Five trends that will reshape media in 2019
Ellen HammettFrom brands getting to grips with ecommerce and personalisation in podcasts, to growing interest in advertising-funded video-on-demand, Marketing Week predicts the media trends that will take shape this year.
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Coca-Cola and Subway’s former CMO on ‘marketing’s dirty little secret’
Molly FlemingFrom the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
John Lewis, Three, Ovo: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all the marketing news this week including Three’s 5G debut, Ovo’s sustainable marketing strategy and the surprising results of YouGov’s annual brand health ranking.
GoCompare overhauls brand as sector moves on from ‘shouting loudest’
Sarah VizardGoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
Marketers say automation is a key focus but many lack skills
Ellen HammettWhile digital transformation is at the top of the agenda for most marketers, many feel they are not receiving the right training or support from employers to equip them with skills for the future.
Recommended reading: Learning from failure and the proactivity paradox
Erin LyonsMarketing Week reviews the latest books, blogs and articles for marketers.